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Aston Martin Cognizant Formula One Team partners with TikTok

Gabby Fernie

Aston Martin Cognizant Formula One Team (AMCF1) has entered a content-creation partnership with TikTok, who has become the organisation's Official Creator Partner. 

The TikTok logo will feature prominently on the team's AMR21 car, which will be revealed today at the British Grand Prix in Silverstone. 

Both TikTok's in-house creative team and the platform's own creative community are working together to explore new and innovative ways to engage with the AMCF1 story. 

This includes exclusive social content on the team's TikTok account and the launch of new hashtag challenges, including the #CatchChallenge, testing users reaction times against F1 driving stars Sebastian Vettel and Lance Stroll: #DayInTheLifeOf, sharing behind-the-scenes content from the F1 team, ranging from drivers and engineers to chefs; and #DidYouKnow to help educate and inform the TikTok community about the sport.

The partnership will place additional focus on this year’s British and US Grands Prix – key territories for both brands, and events where extra emphasis will be placed on creator-driven content.

“We’re absolutely delighted to be partnering with TikTok – a world-class content platform where we can further disrupt and innovate socially" said Chief Marketing Officer at Aston Martin Cognizant Formula One Team, Rob Bloom. "At Aston Martin Cognizant Formula One Team, we’re massively invested in developing and growing the contribution of the fans – and we know they’re becoming increasingly adept at building uniquely spun narratives around the teams and drivers they love. And, naturally, TikTok is the perfect home for this."